Journey mapping brief
Map one actor's journey from evidence, showing the moments, breakdowns, and opportunities that matter.
UX research and audits · 45 min · Advanced · 28 questions
Journey evidence
Whose journey are we mapping?
Which observations support each journey stage?
Which interview evidence supports each stage?
Which analytics support each stage?
Which operations records support each stage?
Which parts of the journey are still assumptions?
Journey stages
Which user-recognizable moments define the journey stages?
What moves a person between stages?
Journey variations
How does the journey differ by user segment?
How does the journey differ by channel?
How does the journey differ by region?
How do access needs change the journey?
Which failures create a different path?
Journey layers
Which user actions belong on the journey map?
Which user questions belong on the map?
Which emotions are supported by evidence?
Which touchpoints shape the journey?
Which backstage systems shape the journey?
Time and breakdowns
Where does waiting change the journey?
Which deadlines change user behavior?
Where does the journey demand too much effort?
Where does the journey fail?
Where must users repeat work?
Where must users switch channels?
Where does the journey lose trust?
Opportunities
Which opportunity is ready to act on?
Who owns that opportunity?
Which outcome would show that the opportunity was addressed?
How to use this brief
Use this brief as a bank of questions for the conversation. Choose what is relevant, mark covered questions as you go, and skip anything that has already been answered.
Use this brief when...
Use when you need to map one actor's journey from evidence, showing the moments, breakdowns, and opportunities that matter.
Best used as: Workshop
- Category
- UX research and audits
- Discussion time
- 45 minutes
- Depth
- Advanced
- Last updated
- Jul 21, 2026
- Scope
- Design briefs
- Best used as
- Workshop
- Design roles
- UX researcherService designer
- Audience
- UX and UI designersProduct designersProduct managersDesign leads
- Platforms
- ResearchWebMobile
- Company type
- B2BB2CEnterprise
- Product stage
- DiscoveryGrowthMature product
- Tags
- ux-research-and-auditsjourney-mappingresearch-and-evaluationcurrent-state-journeyservice-design